Abstract

Brand’s store is a significant space where the brand communicates with its customers in direct. In the store, brand transfers his image and idea to its customers, and the customers get perception of brand. ZARA, as a fast fashion brand, said that store is the best advertising. Its store has surely constructed a successful fashion image, and the brand has harvested a large number of fans. How did customers’ perception of a fashion image be constructed by ZARA? How did the store provide fashion sense and desire to consume?In narrative theory, we will have relevant insight into such phenomenon. A narrative is a constructive format (as a work of speech, writing, song, film, television, video games, photography or theatre) that describes a sequence of non-fictional or fictional events. In this paper, according to narrative theory, a narrative method which construct brand image by shopping space using will be find.as the same time, some relevant meanings will be interperated.In the first chapter, a narrative framework will be excavated from theory carding, and brand store as a narrative text will be demonstrated.In the second chapter, a previous and potential influence that provided by context on customers" perception of fashion consume will be introduced.In the first chapter, as the most important part of this paper, some specific narrative method, such as "character","grammar ","space" and "angle" will be researched.In the end. as a conclusion, rational consumption will be presented.